Riding a new wave

Cape Town – Surf brand Mami Wata has created a campaign that explores the African mythology around surfing.

The ad departs from the sport’s typically Western narrative

It tells the story of a young South African surfer empowered by the sea

The five-minute film entitled Woza, which means ‘come’ in Zulu, tells the story of Avuyile Ndamase, a young professional surfer from the Transkei region of South Africa who falls captive to the amorous lure of the African water spirit. ‘She has taken you,’ the female narrator explains. ‘The power that we get from the seas will change you.’

Nick Dutton, CEO and co-founder of Mami Wata, says that while Africa has some of the world’s best waves, the continent still sits outside of the global surfing narrative.

‘We’re passionate about Africa, surfing and design,’ Dutton tells LS:N Global. ‘Africa has some of the world’s best waves, yet there aren’t any brands telling that story. The continent has fostered many indigenous surfing cultures and this is a great story to tell.’

The Big Picture

In a world of New Bricolage Living, brands such as Mami Wata and Kenzo are exploring narratives and traditions that fall outside of a solely Western perspective.